According to recent Mediavision data, the Swedish streaming market continues to break records. More than 9.5 million paid subscriptions are now active in the country, representing a two-million increase compared to the same period in 2024. HVOD, or cheaper ad-supported subscriptions, is the main driver of growth. Over 80 percent of new subscriptions added in the past year are ad-supported.
Much of the HVOD growth comes from subscriptions sold and bundled through operators, also known as B-SVOD. Household penetration of this subscription type grew by 25% in Q2 compared to the same quarter last year. "Subscription growth in the Swedish streaming market accelerates in Q2, with HVOD continuing to drive development. We are likely to exceed ten million paid subscriptions this year," says Fredrik Liljeqvist, Senior Analyst at Mediavision. "Subscriptions bundled by operators also contribute to growth. Many operators are expanding their streaming offerings to compensate for declining demand for traditional TV – something that has proven popular among Swedish households, Liljeqvist continues."
This trend is also shifting revenue streams, as consumer payments make up a smaller share of the market, replaced by advertising revenues. "Cheaper ad-supported subscriptions and bundled operator offerings are putting downward pressure on streaming prices. Subscriptions are essentially becoming cheaper for consumers, after a period of price increases. This means that streaming services need to offset the lower subscription revenues with advertising income," Liljeqvist concludes.
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